Nicky Buckley makes her game show comeback 30 years on for dusk’s ‘DUSKMAS JACKPOT’ Christmas campaign via The Concierge Agency

Thirty years after becoming one of Australia’s most recognisable game show faces on Sale of the Century, Nicky Buckley is stepping back in front of the camera, but this time, the jackpot is Christmas.

dusk has enlisted the television favourite to front ‘DUSKMAS JACKPOT’, a nostalgic new campaign created in collaboration with The Concierge Agency, celebrating the launch of the brand’s 2026 Christmas collection and its festive platform, ‘DUSKMAS: The Home of Christmas Giving’.

Drawing on Buckley’s iconic years on Sale of the Century, the campaign transports Australians back to the golden age of game shows, complete with velvet curtains, spinning wheels, contestant podiums, theatrical lighting and dramatic prize reveals. Only this time, there’s no cash or car up for grabs. Instead, the prizes are all about giving.

At the heart of DUSKMAS is a simple idea: there’s a dusk gift for everyone. From the people closest to you to the notoriously hard-to-buy-for, dusk’s Christmas collection spans different personalities, relationships, occasions and budgets, positioning the brand as a destination for considered gifting throughout the festive season.

‘DUSKMAS JACKPOT’ brings that idea to life through a cast of recognisable characters, each paired with their perfect dusk gift in a playful nod to the exaggerated prize reveals of classic game shows.

The campaign marks a bigger ambition for the Australian brand. Rather than a standalone seasonal campaign, DUSKMAS establishes an enduring Christmas platform that brings together dusk’s gifting collections, stores, digital experiences and campaigns under one distinctive festive world.

Says Jeremy Taylor, Chief Marketing Officer, dusk: “We wanted to create a Christmas campaign that felt unmistakably dusk, but also tapped into something Australians would immediately recognise and have an emotional connection to.

“There’s something wonderfully nostalgic about the game shows so many of us grew up watching: the theatre, the anticipation, the personalities and, of course, the big prize reveal. We loved the idea of taking all of those familiar codes and turning the dusk Christmas collection into the ultimate jackpot.

“Bringing Nicky back to a game show set 30 years later was the final piece. She has such an authentic connection to that era of Australian television that it makes the nostalgia real rather than manufactured. It allowed us to have fun with the past while creating something that feels fresh for dusk today.”

Against a fully realised vintage game show set, Buckley once again takes on hosting duties, presiding over spinning wheels, podiums, contestants and a series of very dusk prize reveals. The campaign affectionately recreates the theatricality of classic Australian television, complete with dramatic zooms, old-school sound effects, symmetrical sets and extravagant prize reveals.

At its centre is a cast of familiar characters representing the wonderfully varied people we give to at Christmas, each matched to a dusk gift.

Behind the campaign is one of dusk’s most extensive Christmas collections to date, with more than 289 gifts available across 144 stores nationwide and online, including 34 limited-edition Christmas fragrances and 38 Christmas-exclusive gift sets.

The dusk Christmas 2026 collection is available now in stores nationally and online.

Client: dusk
Chief Marketing Officer: Jeremy Taylor

Art Direction: Jeremy Taylor & Reneee Tappenden
Producer: Reneee Tappenden
Production Assistant: Kira Holland
Director / DOP: Claire Giuffre
1st AC: Jubilee Chan
Photographer: Jesse-Leigh Elford
Gaffer: Aaron Ashwood
Best Boy: Leah Ashwood
Digi Op: Mitch Major
Hair + Makeup Artists: Vic Anderson, Lucy Jackson
Hair + Makeup Assistant: Jack Chester
Stylist: Nadene Duncan
Stylist Assistant: Georgia Ferguson
Set Stylist: Mariska Lowri
Set Stylist Assistant: Bea Giddy
Talent: Nicky Buckley, Arcadius Fimone, Nicholas Issakson, Portia Wilde, Heather Inwood, Candice Godinez

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